Chipotle got Willie Nelson to sing a cover of a Coldplay song (“The Scientist”) for this claymation video that seems to be about promoting sustainable agriculture.

Willie Nelson, one of the founders of Farm Aid, is well-known as a sustainable farming advocate (and all-around good guy), but, as Grub Street points out, the corporate sponsorship makes you wonder how much of this is sincerely about improving industrial agriculture and how much might just be empty PR for Chipotle.

This time, happily, it seems like the needle might be pointing more towards “sincerely about improving industrial agriculture”–the video comes along with the announcement that Chipotle is creating something called the “Chipotle Cultivate Foundation.”

In a press release (so yes, there is clearly some PR to this), co-CEO Steve Ellis said that they “produced this film to help illustrate the choices people face in deciding what to eat, and hope that it will encourage people to choose food that is raised with respect for the land, the animals, and the farmers that produce it.”

The Chipotle Cultivate Foundation was created to “provide funding to support sustainable agriculture, family farming, and culinary education,” and 60% of proceeds from iTunes downloads of the Willie Nelson song are going to go into the Foundation.

Skepticism is still healthy, here, since vague language about “support” and “family farming” could mean diddly squat in the long run, but it’s nice to feel cautiously optimistic about a fast (casual!) food chain, for once. Let’s just hope real-life Chipotle can live up to this video!